Amazon's updated commercial liability insurance requirements took effect November 2, 2026. Sellers with products in categories that have enhanced safety listing requirements now need coverage for those products even if they have not crossed Amazon's existing $10,000 monthly gross-proceeds threshold. For a consumer brand, the first move is to identify affected listings and confirm its policy and Certificate of Insurance meet Amazon's requirements. This is an account and risk review, not a reason to assume every product is newly affected.
What changed
Amazon says sellers with listings in enhanced safety categories must maintain commercial liability insurance covering those products, with at least $1 million per occurrence and in the aggregate, regardless of monthly Amazon sales. The rule applies to new and existing listings. Amazon names children's products, cosmetic and ingestible products, and lithium battery products as examples, and points sellers to its full category list.
The separate, longstanding threshold still applies: sellers must obtain and maintain coverage within 30 days after Amazon.com gross proceeds exceed $10,000 in a month. Amazon's updated requirement adds a category-based path to coverage; it does not remove the sales threshold for other sellers.
Amazon also changed the insurance sourcing rule for sellers based in Mainland China. Newly submitted policies from those sellers must come through Amazon Insurance Accelerator. Amazon says a valid qualifying third-party policy submitted before November 2 can remain in place until it expires. Brands outside Mainland China should not read this as a requirement to buy insurance through that program.
A practical account review
- List active and planned ASINs that may fall in an enhanced safety category. Check Amazon's current category list and any account-specific notice before deciding which listings are in scope.
- Ask the insurance owner or broker to confirm that the policy covers the listed products, meets the $1 million per-occurrence and aggregate minimum, and satisfies the rest of Amazon's policy criteria. A coverage amount alone is not the whole test.
- Review the Certificate of Insurance and the legal entity name in Seller Central before submission. Amazon's published criteria include additional-insured, insurer, deductible, and notice requirements.
- Confirm proof was accepted in Seller Central and keep a record of the submission and policy expiry date. If an ASIN appears incorrectly classified, use Amazon's support path with evidence rather than assuming the rule does not apply.
- Add insurance verification to new product launch and category expansion checks, especially for beauty, supplements, children's products, and products with lithium batteries.
The last step is our operating recommendation. The policy itself is Amazon's. Eligibility can depend on the specific product and category, so use the live account notice and policy page for a final determination.
What this means for growth teams
Insurance is often handled outside marketplace operations, but a missing or rejected document can interrupt an otherwise ready launch. Our inference is that brands should put the broker, compliance owner, and Amazon account lead on one checklist before adding new products in affected categories. That work protects the launch calendar; it does not guarantee listing approval or prevent every interruption.
If your team needs a broader review of listing readiness and marketplace operations, request an Amazon audit from Etail Rocket.